Netflix Descifers its User

With mobile-specific variations of shows and movies, new audience records and changes in the way content is rated, the OTT platform continues to get closer and closer to what users want.

Watching content on mobile devices is now one of the main trends, and there is a lot of talk about how it might affect the way said content is created. Clearly, watching shows on Smart TVs and watching shows on smartphones are different experiences, and Netflix knows this.

According to Neil Hunt, the company’s Chief Product Officer, during a meet up with journalists in San Francisco, the OTT platform is set to delve into creating mobile-specific variations of their originals.

But what does mobile-specific mean? The idea would be to create a version of the content with scenes or shots that are more easily visible or immersive on a mobile phone.

“It’s not inconceivable that you could take a master [copy] and make a different cut for mobile; but it’s something we will explore over the next few years,” Hunt said, according to The Verge.

Mobile viewings for Netflix have grown in numbers in these last few years, and the executive was quick to point out that the phenomenon is stronger in Asian markets like India, where mobile devices are the preferred choice. In other established markets like the US or Canada, most people still watch Netflix on TV.

Thus, the OTT giant shows it has every intention of giving users what they want most. Especially since the news comes months after the platform launched and offline for specific titles on certain countries.

Netflix is also asking for a "thumbs up"

And while in this race to get closer and closer to what users want, Netflix has announced it’s launching a worldwide revamp of the way content rated and suggested within the platform.

Starting on April 10 (an approximate date), users will no longer have to choose between one of five stars, but rather between thumbs up or thumbs down.

“The starring system is a thing of the past. It doesn’t fit with the way we understand the Internet today, nor with the way content is consumed. We spend thousands of dollars on titles that we produce or license and then we can’t rate them right. We want to give each user what they want, that’s why we’re changing,” explained Todd Yellin, Product VP for the company.

The platform has tested the new system and claims to have received twice as many ratings as it ever did with the stars. Apparently, deciding between “thumbs up” and “thumbs down” is easier than choosing from one to five.

125 million hours in one day

Last but not least, Netflix has announced the breaking of a new record in viewings this year.

According to Ken Florance, VP of Content Delivery for Netflix, the company reached more than 250 million hours of streaming worldwide on January 8.

On average, Netflix users combined stream more than 125 million hours of content a day.

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